Jan kenneth obar Top 10 questions

TOP 10 Learning Questions for Ch 17: Designing and Managing Integrated Marketing Communication Jan Kenneth Obar April 15, 2011 http://jankenneth-obar.blogspot.com

1. This is the part of the receiver’s response that the receiver communicates back to the sender? ,[object Object],[object Object],[object Object],[object Object],[object Object],http://jankenneth-obar.blogspot.com

8 Elements of the Communication Process http://jankenneth-obar.blogspot.com

Feedback: The part of receiver’s response that the receiver communicates back to the sender http://jankenneth-obar.blogspot.com

2. Marketing Tool that is well suited to highly targeted marketing efforts ,[object Object],[object Object],[object Object],[object Object],[object Object],http://jankenneth-obar.blogspot.com

Marketing Communication Mix http://jankenneth-obar.blogspot.com

Direct Marketing –Characteristics: Nonpublic, Immediate, Customized; well suited for highly targeted marketing efforts. Examples: -Telemarketing -Direct Mail -Online http://jankenneth-obar.blogspot.com

3. The 3 stages of Consumer Response Model are Cognitive Stage, Affective Stage and ____________ Stage. ,[object Object],[object Object],[object Object],[object Object],[object Object],http://jankenneth-obar.blogspot.com

Consumer Response Model: Buyers passes through 3 stages in order. http://jankenneth-obar.blogspot.com

Aims to lead consumers to make the final step. Examples: -Discounts -Premiums -Samples http://jankenneth-obar.blogspot.com

4. The First Step in the 8 Steps in developing Effective Communication ,[object Object],[object Object],[object Object],[object Object],[object Object],http://jankenneth-obar.blogspot.com

8 Steps in Developing effective Communication http://jankenneth-obar.blogspot.com

Start with a clear target audience in mind. Examples: Potential Buyers, Current Users, Deciders, Influencersc http://jankenneth-obar.blogspot.com

5. Which is not an example of a category need communication ,[object Object],[object Object],[object Object],[object Object],[object Object],http://jankenneth-obar.blogspot.com

Determine Communication Objectives: http://jankenneth-obar.blogspot.com

Establishing a product or service category as necessary: Examples: -Electric Cars -Electric Cigarette Note: Less focused on the brand but to the entire category. http://jankenneth-obar.blogspot.com

6. Identify 2 that is not included in the three problems to be solved by the Design Communications? ,[object Object],[object Object],[object Object],[object Object],[object Object],http://jankenneth-obar.blogspot.com

Concept 6: Design the Communications: Desired response will require solving three problems. Message Strategy Creative Strategy Message Source http://jankenneth-obar.blogspot.com

What to say? How to say? Who to say? Message Strategy “What to say?” Creative Strategy “How to say?” Message Source “Who to say?” http://jankenneth-obar.blogspot.com

7. Which is not an example of challenges in developing global communications program ,[object Object],[object Object],[object Object],[object Object],[object Object],http://jankenneth-obar.blogspot.com

Multinational companies wrestle with challenges in developing global communications program. http://jankenneth-obar.blogspot.com

Many products are restricted or forbidden in certain parts of the world. Product Alcoholic beverages cannot be advertised or sold in Muslim countries. Tobacco Products restrictions Market Segment In some countries (Norway and sweden) no ads can be directed at children under 12. Style Comparative ads are common in Us and Brazil and India.l http://jankenneth-obar.blogspot.com

8. Which is not an example of Communication Channel? ,[object Object],[object Object],[object Object],[object Object],[object Object],http://jankenneth-obar.blogspot.com

Concept 8: Select Communication Channels: Situation in Pharmaceutical Industry 94,000 Sales Reps Only 40% of sales calls lead to seeing the Doctor A Med Sales Rep only get 2 minutes of Doctors Time http://jankenneth-obar.blogspot.com

Pharmaceutical companies turned to other Communication Channels such as: 1) Ads in medical Journal 2) direct mail 3) free samples 4) telemarketing 5) Sponsored conferences - http://jankenneth-obar.blogspot.com

9. A tool used to draw a stronger and quicker response. To push target audience to make the final step. ,[object Object],[object Object],[object Object],[object Object],[object Object],http://jankenneth-obar.blogspot.com

Sales Promotion: -Lead target audience to make the final step (purchase). http://jankenneth-obar.blogspot.com

Sales Promotion: Tools used to draw a stronger and quicker buyer response. -Coupons -Contests -Premiums http://jankenneth-obar.blogspot.com

10. Integrating various marketing method to achieve one goal . ,[object Object],[object Object],[object Object],[object Object],[object Object],http://jankenneth-obar.blogspot.com

Concept 10: Multiple – Stage Communication Campaign New Campaign about a new product Paid AD with A response mechanism Direct Mail Outbound Telemarketing Face to Face Sales call Ongoing Communication http://jankenneth-obar.blogspot.com

Jan kenneth obar Top 10 questions

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